AMCI is a leader in automotive marketing. Their ride and drive events introduce drivers to the vehicles they never knew they couldn't live without. The Scion x-CHANGE tours brought the latest Scion models to 30 cities across the country with the added goal of support the arts. Scion partnered with one local artist and one local nonprofit in each city of the tour. As the ride and drive teams got people into cars, they raised money for each city's nonprofit and awareness for their local art community.
For all the good x-CHANGE events did, AMCI was facing a challenge. Their account with Scion was up for review and AMCI had a few ideas to elevate the impact of each ride and drive event. x-CHANGE needed to be bigger than the event site, it needed to be interactive.
When AMCI contacted us, they were in pitch mode. Once singular powerhouses, our teams united to form the Avengers of the marketing world, concepting killer campaign creative, compelling events and one nice a pitch that renewed AMCI's relationship with Scion. Our new strategy included interactive and social components pre, at and post event to give x-CHANGE a much larger, continuous presence than it had in the past.
The microsite was a concept site. Both the desktop and mobile versions housed basic information such as the ride and drive events calendar and biographies of participating x-CHANGE artists and non-profits, but the core component was an ever-changing social art piece.
As users uploaded pieces of their own art and photography, a large scale mosaic unfolded, creating one unique image comprised of hundreds smaller ones. The grid populated by location of the poster, creating small pockets of regional art. Each individual contribution had it's own URL for maximum sharability.
While each city had its own artistic ambassador, the entire campaign had one lead artist driving the look and feel of each event; Damon Sole. We used key elements of Damon's style to create an art maker app for the website, x-CHANGE Facebook page and onsite kiosks at each event.
User could make their own unique pieces of art by applying graphics and filters from Damien's work to their own photos. Users could upload Finished art to the website, a Facebook gallery, or print it directly from the event kiosks. Printed works included a unique QR code that when scanned, opened that piece on any smartphone. Art on the website, art on paper and art on your phone. It's good to surround yourself with a little self expression.
Creating a social movement was key to the x-CHANGE campaign, so it only made sense to give it a presence on Twitter and Facebook. It didn't hurt that we were able to utilize Facebook for so much more than awareness, sharing and conversation.
One of the best things about the x-CHANGE tour was also one of the most challenging aspects to manage. We had developed relationships with 30 different arts non-profits in 30 different cities. Not only did we need a way to give them a voice in the campaign, we need a better way to raise money and awareness for each organization. Previous ride and
drive tours collected donations onsite for each non-profit. This time, we thought bigger.
We set up a profile for each non-profit using Facebook's Cause application, meaning they could be collecting donations through the entire tour, not just on the one say the tour was in their hometown. Each profile was tied to the x-CHANGE website giving us a grand total of monies raised as the tour progressed.
Event staff even managed the tour calendar through Facebook, meaning they only had to update one system to have it appear in three places — Facebook, the desktop site and the mobile site.